forevermore79
18.07.08, 08:56
Debiut nowych 3 zapachow Lagerfelda po duzej przerwie w nowosciach
tej marki- tym razem rzadki koncept 3 zapachow unisex, do stosowania
razem lub z osobna: Light, Floriental i Woody.
Z WWD.com:
"By Jennifer Weil
Karl Lagerfeld is throwing an equal-opportunity bash with the launch
of his fragrance trio, Kapsule. The unisex scents, in bottles
inspired by the designer's love of geometry, will be launched at the
end of October in France and will hit Germany, travel retail and the
U.S. in November. Industry sources estimate Kapsule will generate
$48 million in retail sales globally in its first seven months on
counter.
PARIS — In the same way apparel items in a capsule fashion
collection may be mixed and matched, so, too, can the individual
fragrances in Karl Lagerfeld's new line, Kapsule, due out starting
this fall.
The designer created the trio of scents for men and women with his
fragrance licensee Coty Inc.
"I love the world of perfumes," Lagerfeld said Thursday. "For me,
the world of fashion doesn't exist without it."
The designer, a longtime fragrance aficionado, calls scent "a
composition. It's like music for the nose."
Notes he likes best include fresh bread, vanilla, woods and
spices. "I don't like heavy, flowery things," he continued. "I think
there are never enough fragrances — they are so much fun to play
with."
Indeed, Lagerfeld spritzes different scents on his curtains,
slipcovers, plus everything he wears. And he is known to douse each
bath with a full bottle of fragranced bath oil. Lagerfeld even
concocts his own scents with existing fragrances. "I do strange
mixes," he said, adding, "There is no gender in perfumes anymore."
"We didn't want to come out with a men's fragrance or a women's
fragrance; we needed to break the codes, break the rules," added
Françoise Mariez, senior vice president of marketing for European
licenses of Coty Prestige, whose parent company, Coty, acquired the
Karl Lagerfeld fragrance license in 2005, when it purchased the
Unilever Cosmetics International business.
Kapsule marks the first Lagerfeld-Coty project. "I must say Coty
really did a great job," said Lagerfeld. "They have a modern spirit,
are the biggest perfume company in the world, and they want things
to be a success. It is a company of many brands. And I think it's
quite interesting. It is like a tree with many fruits."
Lagerfeld explained the "k" in Kapsule comes from his first name.
"Lots of people are doing three fragrances, but only at an expensive
price, as a limited edition," continued Mariez. "Here, the idea was
to say we will propose a capsule wardrobe of fragrances that you
very simply take and wear whenever you want, but at a price that is
in line with the market. On the one hand, it is highly selective,
qualitative, with good taste and elegant, but it is affordable."
Lagerfeld himself was involved in each step of Kapsule's
developmental process, which took only about nine months. Interested
in style rather than gender, the designer set out to conceive
fragrances for all. Each one falls in a different major fragrance
family.
Light, by Symrise perfumer Mark Buxton, includes notes of bitter
orange, jasmine, nutmeg, clove and musk.
The Floriental scent was concocted by Symrise's Emilie Coppermann
with ivy leaf, violet and black tea leaf notes.
Woody, meanwhile, was created by Firmenich's Olivier Cresp and is
made up of cedar, moss and plum notes.
Kapsule's fragrance bottle design, conceived with Luz Herrmann,
embodies Lagerfeld's love of geometry. "There's the square and the
circle, my two favorite things in geometric patterns," he said,
referring to the linear bottle and its round label. Lagerfeld's
signature is etched on the bottom of each flacon, which has a
different hue according to the scent it contains.
"I love colored glass," he said.
"The difficult challenge we had was to create something neither too
feminine nor too masculine," added Mariez. Kapsule's fragrance boxes
are reminiscent of books.
"We said: 'How can people get in one second that there are three
different fragrances?'" said Mariez. "He had the idea of calling it
volume one, two and three."
"I like the idea that [the boxes] look like slipcases with books,"
Lagerfeld said.
The advertising visual for Kapsule, which comes primarily as a
single page, features Lagerfeld (who took the photograph) and his
new fragrances.
"They wanted me in it; I never proposed myself," said Lagerfeld of
the Coty executives.
"He asked for two pieces of frosted glass because that is like the
ambience in his new apartment. I like the photograph because it
expresses the concept. It's a nod to the fashion world," said
Mariez, explaining that the image reminds her of a designer looking
out from behind a curtain to see how his fashion show is
progressing. In this case, however, Lagerfeld is eyeing his
fragrances, she explained.
Lagerfeld said he feels an affinity for his new fragrance project.
"This has my taste — or absence of my taste," he laughs. "The most
important thing is that it has a special taste."
The scents will be launched first at the end of October in France,
with exclusives at Colette and Parfumeries Marionnaud. Then, in
November, they are to be introduced in Germany and other German-
speaking countries, travel retail, European export, and the U.S.,
where Kapsule is to be carried exclusively in Neiman Marcus through
March. Its debut in Australia is set for spring and China is to get
the collection by September 2009 at the latest.
While Coty executives would not discuss sales projections, industry
sources estimate Kapsule will generate $48 million at retail in its
first seven months.
Each iteration of the fragrance is to come as a 30-ml. eau de
toilette spray for 37 euros, or $59 at current exchange, and a 75-
ml. edt spray for 68 euros, or $108. Prices are for Europe.
At present, the best-selling Lagerfeld scent is Karl Lagerfeld
Classic, launched in 1978. It ranks in the top 15 in Germany,
according to Mariez. Other fragrances from the brand include Jako,
Lagerfeld Photo and Sun Moon Stars."
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